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Boutique hotels should attract millennials

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Attracting millennials is key to improving revenue strategies
Success for boutique hotels may mean attracting greater numbers of millennials, the single most significant travel demographic, says Robert Rauch, a US hotelier and hotel management consultant.
Millennials are fairly neutral on branded hotels, preferring to seek out a unique experience instead. Factors that attract a millennial traveller include urban renewals and interesting buildings adapted for one-of-a-kind stays.
Technology is important in their day-to-day lives, so Rauch recommends that Wi-Fi systems have enough bandwidth to meet their demands – in social spaces as well as in each guestroom.
Other factors boutique hotels should remember include: ensuring that better deals are possible the further out guests book a stay; adapting marketing to changes quickly; and getting the sales team to highlight all the aspects of the area that are attractive, like where a happy hour drink is possible after a meeting, whether at the hotel or nearby.
“The work hard, play hard mentality has taken the market by storm so even if a client is looking to host a business meeting, they will also be exploring what to do once their meeting is finished,” Rauch says.
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